1. Chapter 6: Analyzing the Audience

2. Audience Analysis Audience analysis Audience-centered approach
Analyze information about audience members’ attributes.
Audience-centered approach
Consider the audience throughout speech preparation.

3. Adapt to Audience Psychology: Who Are Your Listeners?
Perspective taking (what I call your “SLANT”)
Helps you learn about your audience
Audience evaluates from their own viewpoint
Attitudes
Evaluations of people, ideas, objects, events
People act in accordance with them

4. Adapt to Audience Psychology: Who Are Your Listeners? (cont.)
Beliefs
Ways in which people perceive reality
Values
Enduring judgments of good and bad
Shape attitudes and beliefs
Run deeper than attitudes and beliefs

5. “If the Value Fits, Use It”
Evoke attitudes, beliefs, and values.
Makes your speech relevant and motivating

6. Gauge Listeners’ Feelings toward the Topic
Topic that is new to listeners:
Show why the topic is relevant.
Relate topic to familiar issues.

7. Gauge Listeners’ Feelings toward the Topic (cont.)
If listeners know relatively little about the topic:
Stick to the basics.
Include background information.
Avoid jargon.
Define unclear terms.
Repeat important points.

8. Gauge Listeners’ Feelings toward the Topic (cont.)
If listeners are negatively disposed toward the topic:
Focus on establishing rapport and credibility.
Begin with areas of agreement.
Discover root of their negative bias.

9. Gauge Listeners’ Feelings toward the Topic (cont.)
If listeners are negatively disposed toward the topic (cont.):
Tactfully introduce the argument’s other side.
Offer solid evidence.
Use sources likely to be accepted.
Justify developing a positive attitude.

10. Gauge Listeners’ Feelings toward the Topic (cont.)
If listeners hold positive attitudes about the topic:
Stimulate audience to feel more strongly.
Emphasize the argument they agree with.
Tell stories with vivid language.

11. Gauge Listeners’ Feelings toward the Topic (cont.)
If listeners are a captive audience:
Motivate them to pay attention.
Stress what is most relevant.
Pay attention to your speech’s length.

12. Gauge Listeners’ Feelings toward You as the Speaker
Well-liked speakers are more accepted.
Display characteristics of speaker credibility.
Establish identification with the audience.
Use eye contact and body movements.
Dress appropriately for the audience.

13. Gauge Listeners’ Feelings toward the Occasion
Different circumstances, different expectations and emotions
Captive audience
Less positively disposed than voluntary audience
Anticipate and adjust for audience expectations.

14. Adapt Your Message to Audience Demographics
Demographics: statistical characteristics of a population
Age
Ethnic or cultural background
Socioeconomic status
Religion and political affiliation
Gender

15. Age Age groups share a familiarity with
Significant individuals;
Local and world events;
Noteworthy popular culture.
Be aware of the audience’s age range.

16. Ethnic or Cultural Background
Analyze audience’s ethnic and cultural composition.
Sensitivity is required for a successful speech.
People may
Speak a different language;
Belong to a co-culture.
All want recognition from the speaker.

17. Socioeconomic Status Socioeconomic status
Income (influences many aspects of life)
Occupation (often reflects a person’s interests)
Education (influences ideas, perspectives, and abilities)

18. Religion and Political Affiliation
Many religious traditions found in the U.S.
Different views are common within religious groups.
Political affiliation
Beware of making unwarranted assumptions.
Many people are sensitive about politics.

19. Gender Social, psychological sense of male/female
Avoid making assumptions based on gender.
They can undermine receptivity to your message.
Try to anticipate attitudes about gender.
Plan accordingly.

20. Group Affiliation
Groups can be social, civic, work-related, or religiously or politically affiliated.
Group affiliation can help you identify audience’s interests and values.

21. Adapt to Diverse Audiences
Audience members hold different cultural perspectives.
May not mesh with your own
Treat listeners with dignity.
Act with integrity.

22. Focus on Universal Values
Focus on universally aspired-to values.
Love and unity
Truthfulness, fairness, and responsibility
Freedom and tolerance
Respect for life

23. Interview and Survey Audience Members
Conduct brief interviews.
One-on-one in a group
In person or by telephone/
Interview a sampling of the audience.
Interview a knowledgeable audience representative.

24. Interview and Survey Audience Members (cont.)
Survey the audience.
Distribute a questionnaire.
Closed-ended questions elicit specific answers.
Fixed-alternative questions (yes or no)
Scale questions (measure level of agreement)
Open-ended questions allow elaboration.

25. Consult Published Sources
Organizations often publish information about themselves.
Websites
Print articles
Annual reports

26. Consult Published Sources (cont.)
Published opinion polls
Pew Research Center
National Opinion Research Center
Roper Center for Public Opinion Research

27. Assess the Speech Setting and Context
Where will the speech take place?
How long am I to speak?
How many people will attend?
Will I need a microphone?

28. Assess the Speech Setting and Context (cont.)
How will any necessary equipment function?
Where will I stand or sit?
Will I be able to interact with listeners?
Who else will be speaking?
Are there special circumstances that I should acknowledge (the rhetorical situation)?

29. Summary Questions
What are audience demographics, and what can they reveal about an audience?
What factors are important to know about an audience?
What are some methods of audience analysis?

30. How-To speech examples